Craig Thomler's professional blog - eGovernment and Gov 2.0 thoughts and speculations from an Australian perspective

Craig Thomler

I've worked in the online sector since 1995 in roles including founder, publisher, journalist, webmaster, marketer, channel manager, CIO, COO and visionary. I left the public sector in early 2012 to lead Delib Australia as Managing Director Australia and New Zealand. More...

Tuesday, February 12, 2013

Viral content - content which gets shared across the internet and media very quickly (like a virus) - is often a controversial area of communication for organisations. While the approach can result in massive attention and awareness it can also lead to massive risks.

The concerns and risks around viral content have sometimes nobbled efforts to bring this approach into government campaigns. In fact the entire hit and miss of viral content makes it appear a high risk strategy for most organisations.

So what if the risk of viral content going wrong was reduced? Would more agencies consider creating viral content?

I reckon so and that's what a new service from the Viral Ad Network (VAN), a sister company to Delib (for whom I am the Aussie Managing Director) now offers organisation.

The free TubeRank service is an online tool designed to assist organisations identify characteristics and approaches that help them create their own viral successes - reducing the risk of a viral dud.

TubeRank works by allowing creatives to select triggers (goals) and interests (audiences) for a campaign. TubeRank then provides relevant viral video examples, tips and a downloadable PDF tactics report on how to go about approaching the creation of successful viral content.

While TubeRank doesn't guarantee every viral will succeed, it improves the odds and helps reduce the risk of failure.

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